Although CBS and MSNBC have suspended Don Imus, both networks could still lose millions of dollars in advertising revenue because of a consumer backlash against the show’s sponsors.

The National Association of Black Journalists, which is demanding Imus be fired, yesterday singled out three of the show’s sponsors – the New York Stock Exchange, Simon & Schuster and Random House – and questioned whether they still wanted to be associated with Imus.

The NABJ said it is working on compiling a more complete list of sponsors.

Stock Exchange spokesman Richard Adamonis said the NYSE once sponsored a segment on the Imus show, but “we curtailed our advertising about two years ago.” Spokespersons for the two book publishers could not immediately be reached.

Media Matters for America, yet another group calling for Imus’ dismissal, said yesterday that it believes MSNBC is already feeling the heat from advertisers.

Among the show’s advertisers are men’s clothing company Jos. A Bank, Cadillac and E*Trade, according to Media Matters.

“[MSNBC] has already gone from disavowing any responsibility for Don Imus or anything he says to suspending him,” said spokesman Karl Frisch.

But ad executives expect sponsors to wait before making any moves.

Imus’ comments were “completely out of line and inappropriate,” said Rich Russo, of the ad-buying firm JL Media, whose clients have advertised on Imus’ show in the past. “It’s going to be a situation of whether or not people feel he is truly sincere in his apology.”